Visual & verbal identity consists of what?

At Puur we spend a lot of time talking about visual and verbal identity, a lot of people call it branding. It’s what our focus is here at Puur. However, unless we’re sat in front of you we rarely take the time (until now) to clarify what we actually mean.

In very simple terms it is all the visual and verbal elements that go together to create the picture of you, the picture that you want the outside world to see

In very simple terms it is all the visual and verbal elements that go together to create the picture of you, the picture that you want the outside world to see. It can be a vehicle to engage your internal audience, which in turn engages your external audience. It’s a big influence on your ‘brand’, but unlike your brand it’s something you can and should completely control (we’ll talk about the difference between ‘brand’ and ‘branding’ another time).

An organisations identity is much the same as a person’s identity. Just the same way the people you meet will build an opinion of you on how you’re dressed, what you say and even the way you deliver what you say. Friends are built up over time, they know your history, your good points and accept your not so good ones. They are friends because they know you and like you. New friends have to take you at face value until they too build this connection. The same goes for businesses.

Look at all of these to create a strong identity

For a company, identity is evident in anything and everything. From the way the phones are answered to the signage on the outside of the building. It is the business card you give to someone you just meet and the website that everyone looks at when they first hear about you.

A great visual identity is consistent and cohesive, should reflect your values and focus on your audience. It should talk to them in an aspirational and inspirational way, a way that says to them ‘we want to be your friend, you’re our kind of person’.

So basically a strong visual and verbal identity can help you make valuable connections.

How can we help in all this?

Our specialty here at Puur is visual and verbal identity development. All our work is borne from consumer insight, market appraisal and decades of experience. We know that our work is a business tool, it answers a need. Give us a call today to chat over your needs and how we can help.

Michael Rance lives in the centre of Colchester with his family. He is an award-winning designer (D&AD, LIAA, BDA etc) with over two decades of National and International experience working with household name clients such as BP and Diageo. He is the owner and design inspiration behind Puur in Colchester.